I’ve always subscribed to the theory that “you can’t improve a metric unless you measure it” my entire life but never really recognized that until the philosophy had been drilled into me by Bob Parsons and Go Daddy’s Management through the almost four years spent working at Go Daddy. Now, having spent two years working for Teletech (working for their client Google), I have to say it’s something that has stuck with me now in my positions as Supervisor, Manager, now Business Owner and lead Marketing Analyst for DESIGNA’s customers.
I play double, triple duty a lot in my line of work but I love it! Not only am I measuring how we’re working individually and as a company but also in the SEO and AdWords results we get for our customers! It’s thrilling to see true, verifiable success in Google AdWords, Google Analytics and Google Webmaster Tools! You need to know whether or not your company is on the first page of Google, what keywords you’re there for and what their average position is and when you’re not there you need to understand why.
This brings me to my second SEO Tip. One of the factors of success is to measure your keywords (Search Queries) average position and their change as it relates to specific keywords and content (Search Queries and Landing page) reports. Wow. What does that even mean?
What it means is your position on the page will almost constantly change. Sometimes literally within a day. The important think is to understand why there’s change, what caused the change and how you and specific types of content can affect it. It’s not to say it’s predictable, it isn’t but at least if you understand what you can control and how those factors will influence your average position on keywords then you have some chance to influence the search results so you or your client’s companies are at least present. Search Engine Optimization is an important part of Zero Moment of Truth (ZMOT) but that’s a completely separate blog post altogether…
I’ve always felt like biggest miss by the majority of SEO professionals, companies and our “competitors”, is a lack in complete transparency by using unaltered, un-adulterated, first-party reporting such as Google Analytics. As a client or company that’s contracting it’s SEO or SEM work to another business or individual it’s an almost immediate red flag if they are using any “proprietary” reporting. Why? Because if the reports pass through API they can become altered. Also, what’s the data retention policy if you cancel that service? Typically your data is locked in or because it was altered in the first place it isn’t really true data to begin with! Anything but reports by Google in Google Analytics or a comparable first-party suite is simply inferior! Another interesting opportunity is to identify what types of titles and descriptions in pages have the highest click-through rates (CTR). This is where you can win big in using reports in Search Engine Optimization, learn what types of content is most effective and what titles/descriptions get clicked the most!
What I mean is this, DESIGNA personally provides its clients with unrestricted access to Google Analytics and Google Webmaster Tools reports. That way when DESIGNA does an SEO or SEM/Google AdWords optimization for our clients campaigns or content, they can verify positive performance directly with Google. When DESIGNA is falling short of our client’s goals and objectives we can begin to understand the why behind avg. position or performance related problems because we can take the time to properly analyze our SEO or Google AdWords SEM “Search Queries” and “Landing Page” reports!
In summary, DESIGNA brings SEO/SEM “Search Queries and Landing Page” reports directly to the surface for its customers then reports them as reported by Google Analytics, through Google Analytics. You’re literally logging directly into Google Analytics and Google Webmaster Tools to verify that you’re getting what you paid for… A service that actually focuses on where your company is positioned for keyword search queries and determining what types of content, pages and posts are most effective at increasing your average position in the Google search results and ultimately how that’s impacting your bottom line using conversion tracking and attribution model analysis to determine channels and keywords with the most optimal cost per acquisition (CPA).
It’s also very important to understand that avg. position is a literal average and how impression share works based on key performance indicators exhibited in an average visitors behavior. Have your website experience optimized because Google scores landing pages. Your AdWords Keyword Quality Scores are influenced by how well your content displays, how compelling the page content is, navigability of your website, truthfulness in marketing or promotions and a many other (literally hundreds) of factors like the grammatical structure of your paragraphs, the inclusion of keywords in heading tags and whether or not your content is completely different or original to name a few. There are other factors such as backlinks but these are all topics we will dive into in other SEO/SEM Tips to come at a later date. Each of these areas of Search Engine Optimization, Search Engine Marketing using Google AdWords and Google Analytics is truly deserving of its own blog post.
Going through keyword (Search Queries) and content (Landing Page) reports also provides an opportunity to understand traffic and behaviors which will be a focus for one of another SEO tips in the series. So follow DESIGNA on Google+, facebook, or just subscribe to get free advice. Don’t hesitate to comment , reply, email or call (480) 277-3675 with any questions!